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online value proposition 

(OVP)

. This is similar to a unique selling proposition, but is developed for e-commerce ser-

vices. It builds on the core proposition for the company’s services. In developing a proposition 

managers should identify:

● 

A clear differentiation of the proposition from competitors’ based on product features or 

service quality.

● 

Target market segment(s) that the proposition will appeal to.

● 

How the proposition will be communicated to site visitors and in all marketing communi-

cations. Developing a tagline can help this.

Positioning

Influencing the 

customer’s perception 

of a product within a 

marketplace.